American Dairy Association North East and Dairy Management Inc. are committed to promoting butter which has seen volume growth of +1.7% with 77% of all households buying the family staple.
ADA North East is promoting butter through the following:
Digital/Social media: For National Butter Day on November 18, ADA North East published a social media video highlighting butter, “Butter Makes Everything Better.” This video was made and promoted in collaboration with other New York Dairy Promotion Order funding recipients including NY Animal Ag Coalition, Burt Media Group, and Dairy 4 Good.
PR/Traditional media: Butter is included in a variety of media segments that feature cooking and baking. Recent Holi-Dairy Magic campaign examples:
- Butter is mentioned and displayed in Chef Ronaldo media segments, including WPIX in New York City: https://dairyspot.box.com/s/jpp6w79kkwtkgtos79dkkpr6eiiyswvb
- Butter is shown in the 30-second promo ad running in New York City, Buffalo, Rochester, Syracuse, Albany, Watertown, and Binghamton: https://dairyspot.box.com/s/qbu7vz27l85oe4t5j90vdbipbrqjif8k
Butter highlighted as a key ingredient:
- SavorRecipes.com is ADA North East’s recipe website where consumers can purchase ingredients necessary to make each recipe from an e-commerce plug-in on the site. The plug-in connects consumers from our website to Instacart, Amazon Fresh, Walmart Grocery, Target, and local grocery stores based on the consumer’s zip code. Butter is featured in 44% of recipes on SavorRecipes.com, and since the site’s launch in 2019, an estimated 560,000 ounces of butter have been sold as a result of our recipes.
- Soulful Creations is our newly published cookbook which celebrates the rich culinary heritages of Afro-Caribbean, Creole, and Soul Food cuisines. Through vibrant recipes and cultural storytelling, Soulful Creations aims to inspire a newfound appreciation for cooking traditions. It is available in hard copy and digital version: https://savorrecipes.com/digital-cookbooks/
Butter Sculptures: And of course, there’s the annual 800-pound at the New York State Fair in August and the 1,000-pound sculpture at the Pennsylvania Farm Show in January that rack up millions of TV, radio, print and online impressions.
Dairy Management Inc. is partnering with the American Butter Institute for promotional efforts and funded a butter-focused eCommerce campaign tied to the holidays and based on results, will continue to fund butter-centric eCommerce efforts in 2025.
Related to innovation, $10 million has been invested in whole fat studies on 83 projects that contribute to increasing butter sales. DMI continues to work with national food service partners to share the most relevant science and to encourage the inclusion of butter in menu items. Also, DMI’s Innovation Team developed butter innovation concepts and shared with major domestic butter manufacturers to use in their business.